An on-demand webinar is a recording of a live webinar that took place. The following points about on-demand webinars will be discussed:
- Benefits and statistics of on-demand webinars
- Promoting an on-demand webinar
- Points to consider when offering an on-demand webinar
Offering an on-demand recording is a must. With little or no effort, it creates additional online exposure, knowledge and skills are retained and the recording can be (re)viewed or offered at any time. Indexing makes the on-demand webinar user-friendly, as it makes it easily searchable. Participants can click straight to the right agenda item in the recording if they wish. In addition, a search function is available that searches for words in PowerPoint slides. This makes an indexed on-demand version attractive: participants do not have to watch the webinar from A to Z, they can immediately view the parts they find interesting.
Statistics show that on-demand recordings are widely viewed. Participants in on-demand recordings are valuable because they often fall within the defined target group. This results in about 80% of new relevant leads. Especially registrants who were not able to attend live, often watch the broadcast again.
In addition, the live broadcast may be watched again by the same people, for example for learning purposes or because they would like to hear it again. Sometimes participants also use parts of an on-demand webinar to catch up with their own colleagues or employees. At Webattract and ON24, 5% of participants are repeat visitors.
Finally, there is a large group that comes across and watches the recorded broadcast online. ON24 concluded that this was over 35% in 2018. In total, the participant percentage can amount to an additional 50-100% on average, compared to the number of live participants.
The average viewing time of an on-demand recording is 44 minutes (for webinars lasting 45-60 minutes). This is considerably less than the 56 minute average viewing time of a live webinar. There are several reasons for this.
Firstly, viewers often navigate through the webinar and only watch what seems interesting to them. This can easily be done via the so-called index points. In addition, many on-demand viewers are repeat visitors who have also (partially) watched the live webinar. They often watch the most interesting parts of the on-demand webinar again, or for example continue watching where they could not continue during the live webinar due to circumstances.
Offering on-demand broadcasts is preferably done on a separate ‘channel’ on the own website, where all recorded broadcasts can be found. This way, there is one central place to refer to in marketing campaigns.
Experts worldwide advise to promote the on-demand broadcast through different campaigns. Firstly, always include a reference in a thank you email sent within a week of the live webinar to all registrants present and absent. In addition, people who have not registered but have received an invitation can also be contacted. It is a shame not to take advantage of this opportunity, as these people probably fall within the target group, but have not registered due to a busy schedule, for example. This can be done via the newsletter, a blog or social media such as LinkedIn and Twitter. A final tip that many experienced webinar users apply is to refer to on-demand recordings on related topics in a live webinar.
Even though an on-demand webinar is not live, interactivity is still possible. Participants can still click on answers in polls, surveys and call2actions and ask questions via the Q&A. This data can then be forwarded to an e-mail address. This way, they can still respond to it, although often with some delay. Anticipate this when developing the webinar, by including a message about this in the on-demand version, such as: “your question will be answered at a later time”.
Depending on the subject, it is determined how long an on-demand webinar should be offered; to what extent does it have future value? For example, the current state of the stock market 1 year later is less interesting than a webinar on an educational topic. Most webinars are watched back in the first 2-3 weeks by registrants who could not attend live. It is therefore important to make the recording available as soon as possible after the live webinar.
Tip: Send an email thanking the registrant for watching the on-demand recording when they return. This is an additional contact moment with a prospect and can be linked to other relevant content such as an article or the slides of the presentation.